Working Together to Monitor and Measure


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Speakers: Sangeeta Sathe, Marketing and Communications Manager, South London Gallery and Chaired by Sarah Boiling, Deputy Director, Audiences London - Who are your visitors? Sustained audience monitoring can help you answer that
question, and cross-organisational collaborations are a cost-effective way of gaining a richer perspective on who’s visiting and how. Join us to learn about the format and impact of some existing models, including a collaborative benchmarking project that is currently enabling some 20+ London galleries to understand and respond to their own visitor profile in comparison to those of their peers.

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  • ProcessSmall organisation, few resources for research so opportunity to share process and methods with other orgs welcomed - actually seemed to ‘endorse’ our current researchAs research results rarely changed they were only ever really used for funding reports – this was an opportunity to put these results into context and hopefully make them more meaningful.FieldworkAlready using interviewers and had staff time dedicated for data entry - new system radically reduced data entry time compared with excel plus snap is user friendly (some staff find excel a bit offputting/technical) AnalysisSimple percentages on total data is instant and v. User friendly.More detailed analysis or filtering requires statistical language but AL prepared a handbook which provides the most useful ‘codes’. Even so back end is much easier than excel, i only use v. basic level but much easier esp. for cross tabs. Can filter by date eg exhibition.No personalisation but as I’m often asking the same question but in different time periods, I’ve made notes of the codes i need to enter in order to extract the data i need. Eg At least 70% of first time users rate the spaces as good or very good
  • ResultsDidn’t show anything groundbreaking but confirmed what we thought we knew – reassuringAge - due to nature of programmingOverseas – not so many touristsEthnic group – again due to fewer touristsMosaic types seem to show the most interesting resultsAlpha territories 12% to 3%Professional rewards 8% to 0%Suburban mindsets 7% to 1%Terraced Melting Pot 7% to 16%Intuitively this could be due to the programme being perceived as niche/edgy, due to location on Peckham borders and also organisation has changed quite drastically in the last year previously having no facilities apart from the exhibition space so our audience is likely to be in transition.– worth probing deeper and comparing to organisations we position ourselves againstClusters may start to reveal most meaningful results and allow to galleries to understand their audience in relation to others.
  • Funding reports and apps – easy to glean dataHas prompted colleagues to think about sharing other data such as on digital audience and offer – not got off the ground yetClustering may lead to collaborations with other organisations such as cross promotions or sharing good practice.
  • Working Together to Monitor and Measure

    1. 1. Working together to monitor and measureSarah Boiling Audiences LondonSangeeta Sathe South London Gallery<br />Museums and Heritage Show 2011<br />© Audiences London 2011<br />
    2. 2. Visual Arts audience benchmarking<br />Background<br />What it is<br />What we’ve learnt<br />How it is being used<br />Future plans<br />© Audiences London 2011<br />
    3. 3. Background<br />Consultation with galleries and data analysis<br />Lots of existing audience research but not comparable<br />Appetite to improve and share<br />Standardised core and optional questions and answers<br />Support programme for primary research<br />On-line Data hub<br />ACE funded<br />23 galleries<br />(c) Audiences London 2011<br />
    4. 4.
    5. 5. Why benchmark? <br />(c) Audiences London 2011<br />Understanding and insight<br /><ul><li> How am I doing compared to the average/my peers
    6. 6. What is the visitor crossover
    7. 7. What is the opportunity to work together
    8. 8. What is the impact /reach of our investment
    9. 9. What are the audience trends
    10. 10. What is the reach/opportunity of our sector
    11. 11. Who am I reaching/not reaching
    12. 12. What do they think
    13. 13. How effective is my marketing</li></li></ul><li>Standardised questions and answer codes<br />Optional:<br /><ul><li>Visit actions + length of visit
    14. 14. Information sources
    15. 15. Motivations
    16. 16. Rating of experience
    17. 17. Knowledge of art
    18. 18. Crossover
    19. 19. Group composition
    20. 20. Open question</li></ul>Core: demographics<br />Age<br />Gender<br />Disability<br />Postcode<br />Ethnic origin<br />(c) Audiences London 2011<br />
    21. 21. Support programme<br />Results only as good as the data that goes in<br />Primary research – assisted self completion questionnaires<br />Galleries own staff <br />Fieldworker training<br />Project space<br />Handbook<br />(c) Audiences London 2011<br />
    22. 22. Data hub<br />Each gallery own Snap online account <br />based on core plus their optional questions<br />Gallery staff undertake fieldwork<br />Assisted self completion questionnaires<br />Input data<br />Individual analysis and tables<br />Compare to benchmarks<br />(c) Audiences London 2011<br />
    23. 23. (c) Audiences London 2011<br />Data hub – how it works<br />
    24. 24. South London Gallery’s snap account<br />(c) Audiences London 2011<br />
    25. 25. South London Gallery’s snap account<br />(c) Audiences London 2011<br />
    26. 26. What we’ve learntBorough of residence<br />(c) Audiences London 2011<br />
    27. 27. What we’ve learntMosaic<br />Geo demographic profiling<br />Based on postcode<br />Splits UK population into<br />15 Groups<br /> 67 Types<br />Detailed picture of attitudes, income, spending habits, family make up, education, political views, leisure habits etc<br />(c) Audiences London 2011<br />
    28. 28. Mosiac Group O - Liberal Opinions<br />Young, professional, well educated people who are well read, cosmopolitan in their tastes, liberal in their views and have a keen interest in the arts. <br /><ul><li> Young singles
    29. 29. Degree level education
    30. 30. Vibrancy
    31. 31. Ethical products
    32. 32. New media</li></ul>Jonan & Freya<br />
    33. 33. What we’ve learntMosaic Group profile<br />(c) Audiences London 2011<br />
    34. 34. What we’ve learnt – UK/overseas visitors<br />(c) Audiences London 2011<br />
    35. 35. South London Gallery - how it works<br />The process<br />Getting internal buy-in<br />The fieldwork/Data inputting<br />Analysis<br />real time reports<br />User friendly<br />personalisation<br />(c) Audiences London 2011<br />
    36. 36. South London Gallery - how it works<br />The results<br />Confirmed our expectations – reassuring<br />Eg. Age – slightly younger<br />Overseas visitors - far fewer<br />Ethnic group – fewer ‘white: other’<br />Mosaic types<br />Fewer Alpha Territories and Professional Rewards<br />Fewer Suburban Mindsets<br />Twice number of Terraced Melting Pots<br />Gives context within which to understand our audience<br />Next step – clustering by size, location and type of work presented<br />(c) Audiences London 2011<br />
    37. 37. South London Gallery - how it works<br />How I’m using it<br />Easy reporting for funders<br />Prompted informal digital data sharing<br />Further collaboration / closer working with peers<br />(c) Audiences London 2011<br />
    38. 38. What’s next<br />For museums - London Museum Hub pilot<br />For galleries - National pilot roll out to 5 pilot regions via Turning Point plus Wales<br />(c) Audiences London 2011<br />
    39. 39. (c) Audiences London 2011<br />Thank you<br /><br />
    40. 40. Any questions?<br />(c) Audiences London 2011<br />